Ophthalmology Business

SEPT 2013

Ophthalmology Business is focused on business topics relevant to the entrepreneurial ophthalmologist. It offers editorial, opinion, and practical tips for physicians running an ophthalmic practice. It is a companion publication of EyeWorld.

Issue link: http://digital.ophthalmologybusiness.org/i/174774

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continued from page 17 Twitter (500 million users) must remain aligned with business plan and desired presence/target audience; legal may require preauthorization of content, so planning is essential; planning is also important for optimal engagement and continuity, but planning too far in advance makes it difficult to remain new and relevant. How to use it: A Facebook page is not just something to create and then forget about. You need to be committed. Post regular updates to your fans and provide useful content. You need to participate in the conversation—share images and become immersed in Facebook to provide an excellent social media service that represents your company as a reputable organization. Facebook is a great landing spot to begin the chain link of social media you want for your company, practice, or organization. It is a great place to engage consumers—not with technical information, but rather with information that is entertaining while still containing details about your brand. From Facebook, you can tie in LinkedIn posts, Instagram pictures, Tweets, and company website traffic to boost your visibility and round out your social media presence for maximum exposure and engagement. 18 Think of Twitter as: A "micro-blog." Benefits: Access to celebrities, individuals, medical practices, institutions, and industry experts; real-time sharing of information, advancements, and updates; concise messaging; immediate ability to conduct damage control; hashtagging quickly categorizes conversations and events. All of this is contingent on engagement, meaning a conversation you can participate in is always happening. Drawbacks: Contingent on engagement (both a positive and a negative); closer monitoring required than Facebook; active presence requires expert and professional content creation and monitoring. How to use it: A company Twitter account is recommended to link to industry information, speaking events and trends, while incorporating the use of hashtags to organize and filter Tweets. This allows you to carve out niche followers, provide them with updates and lead them to Facebook, LinkedIn, as well as your company website. Twitter can also be used to connect to sports teams, companies, and Twitter accounts focusing on technology and innovation. Twitter should be used to talk about company happenings to position your business as an interesting, "living" entity. This can range from product release announcements to industry recognition you receive. Twitter posts are a good way to lead people to your website or other social media channels where additional information is available. Twitter can also be used to link to other industry happenings in order to make it clear to your target Twitter audience that following you keeps them in the loop on industry happenings, not just your company. By appearing to be in the know, you enhance your brand. Ophthalmology Business eZine • September 2013 LinkedIn (225 million users) Think of LinkedIn as: Professional social media for companies and individuals. Benefits: Making professional connections; developing advantageous partnerships; following companies and industry best practices; ability to create practice or company pages to improve SEO and visibility online; networking opportunities; speaking engagements (participation or attendance); SEO improvement. Drawbacks: Individual/personal LinkedIn accounts are not always kept up to date by busy professionals, so you may be connecting with people who have outdated information (current titles, employment information); unless you're a social media professional, it may be confusing to decipher between Group and Company pages; works best for business-to-business. How to use it: LinkedIn establishes you on a professional level. Unlike most social media channels,

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